The latest data published by Audiweb for November 2022 (the detailed document is at the bottom) tells us that 74.8% of the population over the age of two goes online.
The audience among the population over 18 (aged 18–74) rises to 93.7%, spending a monthly average of 73 hours and 23 minutes online.
Smartphone browsing exceeds 90% (91.5%) and the daily figures are impressive too.
There are no surprises about the age group that spends the most time online: 18–24-year-olds at 3 hours and 14 minutes.
Women, at 2 hours and 50 minutes a day, spend more time browsing than men (2 hours and 34 minutes).
What these data clearly show is that a growing share of people use only a smartphone to go online (they do everything on their phone and probably do not even have a PC!).
By cross-referencing the data and doing a few calculations, we find that more than 16 million people in Italy access the Internet only from a smartphone! That is 37% of the total audience.
I remember how, in the mid-1990s, every Internet-based concept depended on the opening slides of the context analysis, showing charts forecasting the spread of the Internet.
It feels like an age has passed — or perhaps it really has 🤔 — but the dynamics have stayed the same.
The slides below show monthly and average-day data broken down by device; average time online, geographical and gender distribution, and the list of the most-visited website categories.